The meaning constitution in advertising speech from the perspective of the argumentative semantics

Detalhes bibliográficos
Autor(a) principal: Ely, Leyla
Data de Publicação: 2018
Outros Autores: Bez, Alessandra da Silveira, Stübe, Angela Derlise
Tipo de documento: Artigo
Idioma: por
Título da fonte: letrônica
Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686
Resumo: This paper analyzes the constitution of meaning in the publicity genre, discussing it through Argumentative Semantics. For this, we have checked different advertising texts from distinct periods in light of the Theory of Semantic Blocks. The selection of the material was based on the criterion of working with advertisements from the 1960s and 2012/13. The advertisements were taken on the internet, with the purpose of linguistically relating and discussing advertising pairs of products such as cigarettes, alcoholic beverages and automobiles. We also explore the importance of the image in the ads, discussing its value from the reading of Toldo (2002) on the semiotics of Peirce (2000). Carel and Ducrot (2005) ground the central theory of this research. The results show that despite the equivalence in product selection, the meaning obtained by the constituting linguistic relations of the statements is not the same, because the specificity and the purpose of each advertising are different. In addition, according to the theoretical assumptions used, the image was shown to be complementary to the verb discourse, since the meaning of the advertisement is indicated by the linguistic one.
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spelling The meaning constitution in advertising speech from the perspective of the argumentative semanticsA constituição de sentido no discurso publicitário sob a perspectiva da semântica argumentativaArgumentative semanticsAdvertising speechSemantic Blocks TheoryIntralinguistic relationship.Semântica argumentativaDiscurso publicitárioTeoria dos Blocos SemânticosRelação intralinguística.This paper analyzes the constitution of meaning in the publicity genre, discussing it through Argumentative Semantics. For this, we have checked different advertising texts from distinct periods in light of the Theory of Semantic Blocks. The selection of the material was based on the criterion of working with advertisements from the 1960s and 2012/13. The advertisements were taken on the internet, with the purpose of linguistically relating and discussing advertising pairs of products such as cigarettes, alcoholic beverages and automobiles. We also explore the importance of the image in the ads, discussing its value from the reading of Toldo (2002) on the semiotics of Peirce (2000). Carel and Ducrot (2005) ground the central theory of this research. The results show that despite the equivalence in product selection, the meaning obtained by the constituting linguistic relations of the statements is not the same, because the specificity and the purpose of each advertising are different. In addition, according to the theoretical assumptions used, the image was shown to be complementary to the verb discourse, since the meaning of the advertisement is indicated by the linguistic one.Este artigo analisa a constituição de sentido no gênero publicitário, discutindo-o por meio da Semântica Argumentativa. Para isso, verificamos diferentes textos publicitários de épocas distintas à luz da Teoria dos Blocos Semânticos. A seleção do material se deu pelo critério de trabalhar com anúncios dos anos 1960 e 2012/13. As publicidades foram retiradas da internet, com o propósito de relacionar, e discutir, linguisticamente, pares de anúncios publicitários de produtos como cigarro, bebida alcoólica e automóvel. Também averiguamos a importância da imagem nos anúncios, discutindo seu valor a partir da leitura de Toldo (2002) sobre a semiótica de Peirce (2000). Já, Carel e Ducrot (2005) fundamentam a teoria central deste trabalho. Os resultados apontam que apesar da equivalência na seleção dos produtos, o significado obtido pelas relações linguísticas constitutivas dos enunciados não são os mesmos, isso porque a especificidade e o propósito de cada publicidade são diferentes. Além disso, conforme os pressupostos teóricos utilizados, a imagem se demonstrou complementar ao discurso verbal, pois o sentido do anúncio é indicado pelo linguístico.Editora da PUCRS - ediPUCRS2018-07-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/2868610.15448/1984-4301.2018.2.28686Letrônica; Vol. 11 No. 2 (2018): Enunciation and Argumentation in Semantics; 233-246Letrônica; v. 11 n. 2 (2018): Enunciação e argumentação em semântica; 233-2461984-430110.15448/1984-4301.2018.2reponame:letrônicainstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686/16999Copyright (c) 2018 Letrônicainfo:eu-repo/semantics/openAccessEly, LeylaBez, Alessandra da SilveiraStübe, Angela Derlise2019-10-15T21:33:16Zoai:ojs.revistaseletronicas.pucrs.br:article/28686Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/letronicaPRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/oailetronica@pucrs.br||ivanetemileski@gmail.com1984-43011984-4301opendoar:2019-10-15T21:33:16letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false
dc.title.none.fl_str_mv The meaning constitution in advertising speech from the perspective of the argumentative semantics
A constituição de sentido no discurso publicitário sob a perspectiva da semântica argumentativa
title The meaning constitution in advertising speech from the perspective of the argumentative semantics
spellingShingle The meaning constitution in advertising speech from the perspective of the argumentative semantics
Ely, Leyla
Argumentative semantics
Advertising speech
Semantic Blocks Theory
Intralinguistic relationship.
Semântica argumentativa
Discurso publicitário
Teoria dos Blocos Semânticos
Relação intralinguística.
title_short The meaning constitution in advertising speech from the perspective of the argumentative semantics
title_full The meaning constitution in advertising speech from the perspective of the argumentative semantics
title_fullStr The meaning constitution in advertising speech from the perspective of the argumentative semantics
title_full_unstemmed The meaning constitution in advertising speech from the perspective of the argumentative semantics
title_sort The meaning constitution in advertising speech from the perspective of the argumentative semantics
author Ely, Leyla
author_facet Ely, Leyla
Bez, Alessandra da Silveira
Stübe, Angela Derlise
author_role author
author2 Bez, Alessandra da Silveira
Stübe, Angela Derlise
author2_role author
author
dc.contributor.author.fl_str_mv Ely, Leyla
Bez, Alessandra da Silveira
Stübe, Angela Derlise
dc.subject.por.fl_str_mv Argumentative semantics
Advertising speech
Semantic Blocks Theory
Intralinguistic relationship.
Semântica argumentativa
Discurso publicitário
Teoria dos Blocos Semânticos
Relação intralinguística.
topic Argumentative semantics
Advertising speech
Semantic Blocks Theory
Intralinguistic relationship.
Semântica argumentativa
Discurso publicitário
Teoria dos Blocos Semânticos
Relação intralinguística.
description This paper analyzes the constitution of meaning in the publicity genre, discussing it through Argumentative Semantics. For this, we have checked different advertising texts from distinct periods in light of the Theory of Semantic Blocks. The selection of the material was based on the criterion of working with advertisements from the 1960s and 2012/13. The advertisements were taken on the internet, with the purpose of linguistically relating and discussing advertising pairs of products such as cigarettes, alcoholic beverages and automobiles. We also explore the importance of the image in the ads, discussing its value from the reading of Toldo (2002) on the semiotics of Peirce (2000). Carel and Ducrot (2005) ground the central theory of this research. The results show that despite the equivalence in product selection, the meaning obtained by the constituting linguistic relations of the statements is not the same, because the specificity and the purpose of each advertising are different. In addition, according to the theoretical assumptions used, the image was shown to be complementary to the verb discourse, since the meaning of the advertisement is indicated by the linguistic one.
publishDate 2018
dc.date.none.fl_str_mv 2018-07-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
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dc.identifier.uri.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686
10.15448/1984-4301.2018.2.28686
url https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686
identifier_str_mv 10.15448/1984-4301.2018.2.28686
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686/16999
dc.rights.driver.fl_str_mv Copyright (c) 2018 Letrônica
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Letrônica
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Editora da PUCRS - ediPUCRS
publisher.none.fl_str_mv Editora da PUCRS - ediPUCRS
dc.source.none.fl_str_mv Letrônica; Vol. 11 No. 2 (2018): Enunciation and Argumentation in Semantics; 233-246
Letrônica; v. 11 n. 2 (2018): Enunciação e argumentação em semântica; 233-246
1984-4301
10.15448/1984-4301.2018.2
reponame:letrônica
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instname_str Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
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reponame_str letrônica
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repository.name.fl_str_mv letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
repository.mail.fl_str_mv letronica@pucrs.br||ivanetemileski@gmail.com
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